Identity Guidelines - Heriot-Watt University

Identity Guidelines
Heriot-Watt University has consolidated and updated its
various logos to form a single more distinctive identity.
This summary gives the basic specifications for usage and
reproduction of the logo to bring about a consistent,
co-ordinated application of the new look through all
communications and marketing material.
A copy of the complete identity guidelines is available
on the web at: www.hw.ac.uk/logoguide
All users are expected to follow these guidelines to ensure
its success.

The Brand Identity
USING THE LOGO
It is essential that a consistent use of colour
and positioning is maintained throughout
all areas of logo application such as stationery,
documents, publications, signage and livery.
The logo is available in black and white and
colour versions and must be reproduced from
printer-ready artwork and not from
photocopied or pre-printed material or
redrawn in any way.
Relative scaling of the logo to increase or
decrease the size is permissible down to but
not below, the set minimum width of
25.5mm. Manipulation of the logo in a
manner which would cause distortion is not
allowed.
A websafe version of the logo is available to
download from: www.hw.ac.uk/webguide
Further advice can be obtained from Media
Services.
COLOUR VARIATIONS
The following examples show the colour
variants for the Heriot-Watt Brand Identity.
The logo should always appear in Pantone
293 and 30% Pantone 293 with a white
keyline. The keyline is visible when the
identity is used on any background other
than white. A palette of background colours
has been created for this use.
The black and white logo can also be used
whenever the colour identity is inappropriate.
This version may only be used with a
background of sufficient density and contrast
as to not impair the visibility of the logo.
For printing the identity from 4 colour
process, the colour split shown gives the best
possible colour match.
One Colour Identity on coloured background
(when scaling this version up or down the keyline is
always scaled in proportion to the identity)
Black and White Identity
(Please note in the black and white version of the logo
there is no shading in the University shield)
PANTONE 293
FOUR COLOUR PRINTING
C = 100 M = 56
Y = 0 K = 0
PANTONE 293 - 30%
FOUR COLOUR PRINTING
C = 30 M = 17
Y = 0 K = 0

20% of page width
4x
4x
Identity Positioning on Literature
Identity Positioning on Literature
20% of page width
4x
7mm
2x
2x
2x
x
2x
Identity positioning on digitally produced literature
Identity Exclusion Zone
POSITIONING GUIDE
When printing the logo on new literature,
it’s position is based on 4 x-heights from the
right hand edge of the document (x-height
being the measurement of the H ). The logo’s
size is set at 42mm wide for placing on an A4
page size, this equates as 20% of the sheet
width. This calculation must be applied to
the logo for its correct relationship to all
other sheet sizes.
When outputing a logo through a laserprinter
or other digital output device, it is necessary
to consider the printers normal image
parameters. The logo should therefore be
positioned using the guidelines above, to
ensure correct positioning within the visible
printed area.
EXCLUSION ZONE
The logo is protected by an exclusion zone. This
area is based on the height of the Heriot-Watt
type, as illustrated above. No element should
interfere with this area.
When using the logo on a background other
than white, the exclusion zone for the logo
is measured from outside the white keyline.
MINIMUM SIZE
The University logo should never appear below
its minimum size which is 25.5mm wide. When
the logo is on a coloured background, this is
the width inside the white keyline.
25.5mm

The Brand Identity
TYPEFACES
Printed documents and reports must use the
University Corporate Identity typefaces which
are Garamond and Frutiger. Several weights
exist to provide a degree of flexibility.
Digitally produced versions where Frutiger
is not available must use Arial as a substitute.
Text within a letter, memo or fax should be
Times New Roman. In the case of
publications however, the typeface used for
the text may be varied to compliment the
overall look of the document.
Garamond Light
Garamond Light Italic
Garamond Bold
Garamond Bold Italic
Frutiger Light
Frutiger Light Italic
Frutiger Roman
Frutiger Roman Italic
Frutiger Bold
Frutiger Bold Italic
Frutiger Black
Frutiger Black Italic
Frutiger Extra Black
Frutiger Ultra Black
Times New Roman
Times New Roman Italic
Arial
Arial Italic
Arial Bold
TEMPLATES
Examples of stationery, designed in
accordance with the new branding, covering
house styles for letters, memos, fax and report
covers along with PowerPoint slides, can be
viewed at: www.hw.ac.uk/logoguide
Working templates of the above are available
for staff use. Administration staff can access
these within MSWord by selecting File/New/
Heriot-Watt Administration. Academic staff
should contact their departmental computing
officer.
Wider applications of the logo are also
illustrated at this address, including
advertising, promotional material and
recommended colour palettes.
FURTHER INFORMATION
For advice on the application of the logo,
graphic design and printing:
Media Services
Heriot-Watt University
Edinburgh EH14 4AS
Telephone 0131 449 5111
ext. 4284
Email c.c.wilson@hw.ac.uk
For advice on marketing communications
and public relations:
Corporate Communications
Heriot-Watt University
Edinburgh EH14 4AS
Telephone 0131 451 3444
Email PR@hw.ac.uk
For advice on use of trademark:
Intellectual Property Manager
Heriot-Watt University
Edinburgh EH14 4AS
Telephone 0131 451 3194
Email h.v.waugh@hw.ac.uk